When 100 leaders were asked to think of brand building in London, the channels considered to be "must have media" for making a brand famous were television (74%), and digital out of home (66%).

In addition, 60% of the CEOs and CMOs questioned named specific DOOH sites around London as "must have" when it comes to their brand or company's media plan (see below).

When asked what they perceived to be the greatest benefits of DOOH, two-thirds of respondents said it was the ability to target different audiences at different times of the day.

Jonathan Lewis, managing director at Outdoor Plus, told Media Week: "The results of the Censuswide survey show that CEOs resolutely believe premium digital screens deliver for their company or brand.

"What is particularly heartening for us is that CEOs understand the value of specific premium sites as much as they value the channel overall."

Steve Parker, chief executive of Starcom MediaVest, said: "It's great to see a piece of research which validates what we intuitively know and that reflects the growth in spend, technology and understanding of a platform.